The effects of brand equity and service quality on customer revisit intention in fast casual restaurants

• Main Author: Padua, John Romar B.
• Format: text
• Language: English
• Published: Animo Repository 2018
• Subjects: Consumer behavior; Consumer satisfaction; Brand choice; Diners (Restaurants)—Philippines—Metro Manila; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6419; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13492/viewcontent/PADUA_FINAL_Thesis_Paper_1207b.pdf
• Institution: De La Salle University

The rapid increase in out of home food consumption and the inevitable rise of middle class in the Philippines of recent days paved way for foodservice consumers to eat out more frequently in mid-priced restaurants. With this ongoing market trend, the purpose of this study is to investigate how revisit intention is motivated among customers in local fast casual restaurants through a consumer-based assessment based on a brand’s equity and service quality. The researcher used non-probability sampling and surveyed 350 working millennials aged 20 to 38 years old located within Metro Manila to evaluate their demographics, dining behavior and their perceptions of the brand equity and service quality of the top five brands in the fast casual restaurant industry. Findings of the study showed that equity components identified in the conceptual framework directly affected revisit intention except for brand awareness and association. The research highlights the importance of value perception and recommends for marketers to go beyond awareness and association in their strategies to improve overall brand experience, retain loyal customers and encourage repatronage. The study also established a foundation for future research on customer behavioral intentions.